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Semelhante a AdU: Creative 2014 - Creation & Ideation by Jordan Atlas (20)
AdU: Creative 2014 - Creation & Ideation by Jordan Atlas
- 2. Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am not Troy
Troy is:
Troy Scarlott
SVP, Marketing at YapStone
Amazing friend & mentor
- 3. Presentation by Jordan Atlas
©2014
@JordanAtlas23
I am Jordan
I am:
@JordanAtlas23
Executive Creative Director
Unjaded. Teacher. Learner
- 14. Presentation by Jordan Atlas
©2014
@JordanAtlas23
But…creative is not everyone’s job.
It’s everyone’s responsibility.
- 15. So…do you have any
idea what an idea is?
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 17. The idea is the concept.
Concept is the idea.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 18. In terms of advertising
The idea: is the central theme,
which underlies all advertising
executions.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 19. In terms of advertising
The idea: is the premise
that serves as the foundation of an
advertising campaign and each ad
within the campaign, regardless
of media channel or execution.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 20. In terms of advertising
The idea: is a series of ads
(content) for a
product/service/company/brand
that work individually and
cumulatively
to communicate the advertiser’s
message to the consumer.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 21. But first:
in order to understand,
recognize and articulate
what an idea is...
it is helpful to first
understand what it
is not.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 22. The idea is not:
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 23. The idea is not:
A brand’s color
palette. Even if it’s
dictated in the
brand guidelines.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 24. The idea is not:
A testimonial
of a consumer who
looks, talks and acts
exactly like the
target audience
described in the
creative brief.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 25. The idea is not:
A really, really
big logo.
Even if it’s gold.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 26. The idea is not:
A beautiful
product shot.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 27. The idea is not:
The strategy
statement disguised
as a snappy,
advertising headline.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 28. The idea is not:
High production
value
(Insert a big budget,
famous photographer,
or trendy director)
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 29. The idea is not:
A depiction of the
emotional benefit
(Insert cute baby,
golden retriever puppy
or adorable white kitten)
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 30. The idea is not:
The product features,
in bullet points.
No
Matter
How
Many
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 31. The idea is not:
A celebrity
endorsement.
Even if (perhaps
especially if) it’s
a Kardashian.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 33. The Idea:
is a creative expression or device
within a campaign which embodies
the essential message of the brand
in a striking new way to give it
meaning, distinction and fame.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 35. The Idea:
is fresh, memorable and breaks
through the clutter.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 37. The Idea:
is campaignable in a way in which
the executions nearly write
themselves and the consumer
looks forward to seeing and
experiencing the next execution.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 39. The Idea:
is something so obvious you
wonder why you didn’t think of it
yourself. Yesterday.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 41. The Idea: is the knot into which
all of the loose ends are tied.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 44. Big ideas are elusive;
challenging to create,
easier to recognize.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 46. The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
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Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 50. The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for the Subway campaign is to reinforce
the simple fact that Subway is a healthier choice than
other fast food and quick service restaurants.
It’s delivered through an art direction driven
campaign of humorous illustrations that depicts
Subway’s competitors logos (Wendy’s, Carls Jr, KFC)
in a rather unflattering manner.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 51. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 52. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 53. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 54. The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for Kraft’s Athenos Hummus campaign is
to communicate that their hummus is done the right way.
The Greek way. With tradition, simplicity and respect.
It’s delivered through a believable and unique spokesperson:
Ya-Ya, (Greek for grandmother), who approves of Athenos Hummus
and very little else.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 55. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 56. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 57. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 58. Presentation by Troy Scarlott
©2014 troy scarlott
@cityoftroy
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 59. The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for The Economist is to illustrate the impact that
their insightful and intelligent magazine has on those who read it.
And, “inadvertently”, those who don’t.
It’s delivered through a sophisticated, minimalist art direction
and copy style, choosing to use the fewest elements to communicate
the most intelligent of thoughts.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 62. The idea: Breakdown
STRATEGY + CREATIVE EXPRESSION = IDEA
The idea for TurboTax is to convince consumer’s that they should
be doing their own taxes because nobody knows the intimate details
of their lives better than themselves.
It’s delivered through a funny, entertaining voice/mindset that puts
a twist on the universally-hated ritual (of doing taxes) and reframes
it as an empowering way to look back on the “Story of the You”.
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 64. But first, here’s what they
think about you
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 69. So…how the f&ck then?
Presentation by Jordan Atlas
©2014
@JordanAtlas23
- 82. Presentation by Jordan Atlas
©2014
@JordanAtlas23
No matter where you
want to end up,
always begin with
respect and empathy
- 83. Presentation by Jordan Atlas
©2014
@JordanAtlas23
Thank you
@JordanAtlas23
For further reading
http://ihaveanidea.org/articles/2012/05/29/the-beastie-brand/
http://ihaveanidea.org/articles/2013/01/08/love-the-jump/
http://ihaveanidea.org/articles/2012/01/23/nothing-is-the-new-anything/
http://ihaveanidea.org/articles/2011/11/17/not-so-young-and-in-love-with-advertising/
http://ihaveanidea.org/articles/2012/10/23/with-my-own-two-hands/
http://www.bestadsontv.com/news/blog.php?id=25009